Certification from the U.S. consumer perspective: A comparison from 1995 and 2000

Abstract

In 1995, Ozanne and Vlosky conducted a study of U.S. consumers to discern perceptions about environmentally certified wood products, consumer willingness to incur a premium for such products, and entities that consumers trust to certify. Results included an estimate of the size of the segments(s) for environmentally certified wood products and a profile of those consumers who are willing to pay the greatest premium for certified wood products. That study was replicated in 2000 using the same population. This paper compares results from the 1995 and 2000 studies and discusses managerial implications.